My Meera store uses natural stones for every piece of jewelry

What happens when the very career you’re trying to avoid ends up becoming your passion? It’s in times like these that brands like My Meera Store are born. My first encounter with the brand happened when I was browsing an e-commerce site browsing for somewhat unique earrings and My Meera Store popped up. I could easily call it an instant attraction.

I looked deeper into the mark and found a wealth of natural stone pieces. What I loved was that each piece was different from the next and the stone remained in its natural shape. Over the years, My Meera Store has expanded its offerings. You will of course find earrings, necklaces, bracelets, rings and anklets. But they also offer candle holders, coasters, mask chains, face rollers, pins and cufflinks for men.

Over the years, My Meera Store has expanded its offerings. You will of course find earrings, necklaces, bracelets, rings and anklets.

Design of my Meera shop

For Jinal Choksi – founder and designer – the natural shape of the stones is what prompted her to start working with them. Before creating her brand, jewelry was not something she wanted to get into. “My father has a traditional wholesale business of silver and gold jewelry; and my mom is a self-taught jewelry designer,” she says. Having grown up around jewelry, Choksi hoped to pursue another profession. At 24, her passion for winning took over and slipping into curating and selling fashion jewelry seemed like the obvious thing to do.

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Choksi recalled her summer vacation at her Nani, where local markets sold natural stones. As a child, she made jewelry during her visits. Her natural talent for jewelry design, combined with a passion for creating something unique, led her to start designing pieces under My Meera Store.

My Meera store uses natural stones for every piece of jewelry
The rakhi collection from My Meera Store

My little phone call with Choksi was enough to tell me that for her, passion trumps everything. This is also how she named her store. “Meera bai was passionately devoted to Krishna. It’s also how I feel about what I do,” she says. She added “my” to Meera because: “I love it when people call it My Meera Store; it’s like it’s theirs too. Choksi has ensured that her brand revolves around her passion. “We were doing a photoshoot and working with someone who quit their job to pursue their passion for baking and make it a business,” she says, explaining that she prefers working with people who are equally passionate.

Stay natural

But of course, she focuses on stone jewelry. Although natural stone is attractive to look at, it is difficult to work with if you don’t shape it. “I haven’t seen many people work with stone jewelry, but each stone is so unique and always looks appealing,” she says. The same can be said of Choksi’s design process. “I never followed a pattern in design. If I like the design, I’ll go ahead. And that’s only fair because you never know what the shape of the next stone will be. “The one thing I keep in mind is that the piece shouldn’t be attention-grabbing, it should be subtle and classic,” says Choksi.

My Meera store uses natural stones for every piece of jewelry
Choksi succeeded and eventually the hurdle became the brand’s USP. This is why there are no two identical pieces on My Meera Store.

When Choksi started with My Meera Store, this idea seemed like a bit of a hindrance. “People received their order and said it was broken. Teaching them that the stone is not broken, but actually in its natural form was hard to do,” she says. It was an even bigger challenge to get people to accept the designs as an online store because in-person interaction is completely irrelevant.

But Choksi pulled it off and eventually the hurdle became the brand’s USP. This is why there are no two identical pieces on My Meera Store. You will almost always get a different piece, and it all depends on the natural shape and color of the stone. “Popular designs cannot be replicated. It’s bad for business when you can’t replicate a design that people want. This is not possible with all parts. But now that’s what’s unique about My Meera Store,” she says.

As an Amdavadi, Choksi radiates how much Amdavadis love her brand. She says the response has been great from the city. “As Amdavadis, we are people who like to follow our passion,” she says. And in my experience, that goes for the city. Amdavadis like to do only what they like; and somehow turn their passion into a business people love, just like what Choksi has accomplished with My Meera Store.

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